Abstract:Purpose: The study seeks to determine the level of awareness and the highest amount consumers were willing to pay by positioning the novel product ready-to eat-cereals for breakfast Sorghum-pigeon pea processed from locally grown crop.
Methodology: Contingent Valuation Method (CVM) to assess consumer willingness to pay (WTP) for sorghum-pigeon pea flakes, which are Ready-to-Eat Cereals (RTEC). Three-stage sampling technique was used in selection of the two counties, and from each county three market plac… Show more
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